Driving High-Quality ERP Leads in APAC Through Precision Outreach

LakeB2B partnered with a mid-sized ERP solutions provider in the APAC region facing stagnant pipeline growth. The client sought to improve lead volume and quality through a highly targeted, cost-effective campaign. Leveraging LakeB2B’s proprietary data and synchronized email and telemarketing workflows, the campaign delivered a measurable improvement in SQLs within 12 weeks and created a robust sales pipeline aligned with industry benchmarks.

About The Client: This client is a regional ERP software vendor headquartered in Singapore, serving mid-market manufacturing and logistics companies across Southeast Asia. With approximately 500 employees, the company wanted to scale its direct sales pipeline to support aggressive growth targets for the fiscal year.

Challenge: The client had previously relied on events and webinars with limited success in reaching decision-makers. They lacked access to updated contact data for IT and operations leaders in mid-sized firms and struggled with inconsistent internal lead qualification.

The LakeB2B Solution LakeB2B proposed a dual-channel campaign using telemarketing and email outreach targeting ERP decision-makers (CIOs, IT Directors, Heads of Operations) in Singapore, Malaysia, and Indonesia. A custom dataset of 8,900 contacts was curated using LakeB2B’s intent-based filters and firmographic matching. Contacts were segmented into three buying readiness tiers to tailor outreach tone and frequency.

Campaign Execution Email Campaign:

• Personalized emails were developed for each tier, highlighting ROI, implementation speed, and use cases.
• A/B testing was deployed for subject lines and CTAs to refine engagement.

Telemarketing:

• A dedicated team of APAC-based agents conducted live qualification calls.
• Scripts were adapted weekly based on response data.
• Prospects showing interest were directly scheduled for demo calls with the client’s sales team.

Workflow Synchronization:

• Email responders were prioritized for immediate follow-up calls.
• Non-responders received personalized call outreach based on their digital behavior.

Outcomes & Results

• Total outreach: 8,900 contacts
• Leads generated: 320 MQLs
• Sales-qualified leads (SQLs): 5
• Average conversion rate: 12%
• Pipeline value generated: $950,000 (As per Client)
• Cost-per-lead reduced by 35% compared to prior internal efforts

Strategic Insights

• Tiered messaging is based on buying intent significantly improved engagement and conversions.
• Synchronizing email and tele channels ensured no lead fell through the cracks, maximizing conversion velocity.
• Outsourcing lead gen to a data-backed provider like LakeB2B can unlock scale and precision beyond in-house capabilities.